The way product is displayed in your store plays a major role in driving consumer purchases. Selling is not as simple as putting product on a nice neat shelf. Inspiring as many customers as possible to buy that extra item is paramount to profitability. How do we get those extra sales? This is where creative product placement comes into play.
First, let’s define “display.” Again, a display isn’t just a shelf full of neatly arranged products with some basic sense of order. A display tells a story. If we tell a story that connects with a lot of customers, we will sell a lot more of those products in the display.
What do I mean by a story? A product story should convey to the customer just why the product is placed where it is in the store and how this product will meet the customer’s needs or expectations. For example, having a display of belts as a standalone assortment says just one thing: “We sell belts.” How much does this help connect with the customer’s desire for an experience with the product our industry offers? Not much, unless the customer came to your store specifically looking for a belt. If instead we arrange our belt display together with holsters, spare magazines and magazine pouches, we can engage with a customer interested in any one of these products. Placing them together reminds the customer that they might also need or want other products in this display, increasing the chances that they may buy more than one item.
Think of it like a page right out of Amazon’s playbook. For every product you display, suggest three or four products other customers have also purchased when they bought what your customer was looking for. Our product displays lead a customer through the experience they truly want to have. The customer very likely needs more products than just the one they came in to buy and may not even realize it.
A great place for a gun-cleaning product display is near the exit of the range. Think about it for a moment. What does every single customer coming off the range have? A dirty gun! By placing our cleaning products right near the range exit (this may not be your only cleaning product display) we connect with the needs of the customer and help them reach the decision to buy. Base your decisions about product placement from the perspective of the shopping experience, not just the product.
Try new methods of product placement and analyze the data from your POS system to determine which method leads to increased sales. You might also consider hiring a merchandising expert who can engage his or her knowledge in analyzing data from your store. You’ll gain fresh, informed suggestions on the best ways to place and display your products to most effectively upsell your inventory and provide your customers with a quality buying experience.